Written By: Sofie Bedard, Content Creator, on Jan 31, 2018
In an ecosystem where many truckers are retiring and a low number of new drivers are entering the pool, the industry is being called to diversify to reach a new talent pool that reaches across gender, ethnic, and age demographics. The numbers validate this shift in direction, according to a study from McKinsey & Company:
“Companies in the top quartile for both gender and ethnic diversity are 35% more likely to have above average financial returns, with those in the top quarter for gender diversity only 15% more likely”.
In response to new numbers from the ATA regarding the driver shortage, many trucking companies are seeking to expand to recruit and retain truck drivers who are millennials and women. Here are 5 data-driven tips for recruiting women and millennial truck drivers:
Millennials often identify "work-life balance" as an essential consideration when selecting a career. Lack of flexibility in shift schedules has been identified as a major pain points prompting high turnover rates in the industry. According to TruckingHR:
“75% of all surveyed drivers plan on leaving the industry within the next 5 years and cited lack of flexibility as one of the key factors"
Studies show that millennials want agency in determining their hours. Fleets that have implemented flex work hours reported turnover rates of less than 22% on average. They also report more employees in the 18-35 age range than the industry average.
Many transportation companies have found feasible ways to implement flexible work hours. Keeping drivers local, designing a clear and codified policy on flexible hours, and promoting effective route scheduling can mitigate the risks and make flexible work hours a benefit for everyone.
According to Fortune, for six in 10 millennials, “a sense of purpose” was part of their calculation in accepting their current jobs. In addition, 80% of millennial employees say they can see how their work contributes to their agency's goals.
Create transparency around how the driving for your company helps to reach larger business goals. A mission statement reinforces the idea the driver's work is providing value within the company and that the work they do is important, helping to attract and retain a younger workforce.
It is becoming increasingly common for carriers to implement programs to help women succeed within their company. Doing so will engage and incentivize the women that work for you while attracting more women to your talent pool.
A great example of this is the Highway Diamonds program created by Prime Inc. Highway Diamonds engage in community events and educate others on the upside of truck driving as a career. According to Truck News, Prime doubled the number of women drivers in their fleet by implementing this program.
Sponsoring organizations like Women in Trucking has multiple benefits. Ultimately, social responsibility makes business sense; as you support and foster gender diversity in the industry you directly impact your True Cost of Ownership, elevate your brand, and increase your ability to reach a more diverse talent pool.
In the current hiring landscape, this starts with implementing social accounts designed to attract new drivers. Data tells us that drivers are consulting social media to check for new job postings. According to Load Delivered, “75 percent of truckers say they check Facebook daily and 62 percent of millennials turn to social media to find jobs”.
The data also shows that drivers are using social sites to evaluate potential new employers and gauge their alignment with the company's culture. Trucking companies that use social media and other mediums to tell their story in a compelling way do a better job of cutting through the noise and reaching their recruiting target.
Consider how you can showcase your people and proudly represent their unique stories, hobbies, and personalities. Representing the stories of a more diverse subset of drivers will eventually attract a more diverse talent pool.